Cake launches in the US with two new clients

Cake, the branded entertainment company that was acquired by Havas last year, launched in the United States (US) earlier this month with two clients: the Prince Charles Rainforest Project and Motorola.

?We’re a PR 2.0 business,? said Adrian Pettett, MD of Cake in the US. ?Our focus is on digital communications and digital PR. It’s about developing integrated, strategic solutions around principles of entertainment: music, film, television, sports.?

In coordination with Havas agencies, the company planned the launch for more than a year. Its Havas partners include Euro RSCG Worldwide PR, who will work with Cake for the Prince Charles Rainforest project. Pettett was proud to say that the economic environment did not prevent the company from creating a US counterpart.

?There are always challenges starting a new marketing business anywhere in the world, particularly in New York and particularly at the moment,? described Pettett. ?Having said that, a lot of what we do actually is interesting to clients, because it’s not always a $2-million conversation. A lot of things we can execute online, digitally, and through experiential.?

Pettett has been with Cake for nine years and he hopes that the firm can establish itself as a major player in the US as it is in the United Kingdom (UK).